Societal changes are seldom discussed in the literature on city branding. The time element is
important because it highlights the fluctuating reality of society. The city brand message
freezes the place but in fact, the city branding exercise is a continuous process. Society
emerges too. City brands are supposed to accentuate the uniqueness of the city, be built from
the bottom-up and reflect the city’s identity. This paper highlights three paradoxes, pointing
out that city branding processes can also make cities more alike, bring about societal changes
and forge new city identities. A city branding campaign does not just present the city, it may
change the city. The relationships between the branding exercise and the city are intertwined
in the evolution of the place.
